What is branding? Apparently, anything you want it to be.

That’s what I conclude as I peruse the discussion, “In one sentence, what is branding?” started 14-months ago in the Branding Professionals group of Linked-In. People have been adding to it ever since. It will not die.

So far, 333 comments have been added. Not all offer a definition. Some just scoff at the idea of defining branding in one sentence. Others take exception to someone’s definition. Yes, there’ve been some ego clashes leading to vitriolic exchanges.

But mostly, people have thought through and crystallized their submissions. And they run all over the lot. Many view branding as tactics, but most approach branding strategically. There are thoughts about promises, personalities and products; about names, logos and taglines; about customers, employees and shareholders.

Are brands formed by companies or customers? Do they appeal emotionally or logically? Is it driven by marketing or management? You’ll get all sorts of answers to those questions.

Check it out for yourself at Linked In, and maybe even add your own one-liner to the discussion. But you’ll have to have a Linked In account and sign up for the Branding Professional’s group.

Perhaps you’ll come to agree with the scoffers – you can’t define branding in one sentence. But if you can, please leave that definition as a comment below, and then contribute it to the Linked In discussion.